4 SEM Trends & Takeaways From Covario INFLECTIONPoint 2013

For search marketers in 2013, the message today at Covario’s INFLECTIONPoint conference was clear: know your audience, use all your channels, data still rules, and come up with innovative ways to test from which you can learn and succeed. 1. Know Your Audience. Well. Covario's search conference started off with an introduction from founder and CEO Russ Mann. His introduction included trends they've been seeing and how they will be addressing them tactically in 2013. Content marketing is as in as it's ever been. Mann referenced the cover of Fortune showing will.i.am as a go-to guy for Coca-Cola and other big brands, looking to create fresh content people will want to interact with. And that content will need to focus on an ever-changing audience. He showed a slide depicting a woman holding a toddler in one arm while talking on the phone in front of an open laptop as a dog j...